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Wob presentation
- 2. INTRODUCTION • 1st World Of Beer – 2007, Pensacola, FL – Scott Zepp & Matt LaFon • 35 WOBs in 11 States • SMU Blvd location – December 11, 2012 – 2nd in DFW
- 3. WHO GOES TO WOB? • Young professionals (25-40) • SMU/college students • Locals • Beer connoisseurs
- 4. PURPOSE • To study how World Of Beer uses existing marketing strategies to deliver new products
- 5. CULTURE OF LEISURE • Existing Marketing Strategies – Alcohol – Live Music – Sports – Wi-Fi – Food: BYOF – Trivia/Bingo – Promotions – Loyalty Program – Community
- 6. BEER • 500+ types (41 on draft) • Offerings change daily • 23 countries represented –“The biggest thing is selection, and no one has the sort of selection we have.” – Manny Ballesteros, General Manager
- 7. LOYALTY CLUB PROGRAM • Keeps tally of tried beers • Smart Phone Application • Rewards – Bragging Rights – Merchandise – Giveaways – Discounts
- 9. CHANGING THE BAR EXPERIENCE • Existing strategies –First-time customers • What makes them return? –Drinking is channeled as a different activity • Try new beers • Expand beer knowledge
- 10. KNOWLEDGE OF BEER • Knowledgeable Staff – 14-day “beer” school
- 11. KNOWLEDGE OF BEER “If we can spread craft knowledge to young people, it is going to help us in the long run.” - Manny Ballesteros, General Manager
- 12. KEITH NEGUS • “An industry produces culture and culture produces an industry.” –Industry produces culture • WOB uses existing marketing strategies –Culture produces an industry • WOB is introducing new products
- 13. WHY DOES IT WORK? • Because SMU students have money? –NO • Because: – First of it’s kind – No competition – Familiar scene – New experience
- 14. CONCLUSION •World Of Beer effectively uses existing strategies to introduce new products.
- 15. THANK YOU!
Notes de l'éditeur
- Winter of 2007Co-Founders